At POPAI, we are continually
seeking to further understand the
use of various display mechanics.
Here, we offer a snapshot of how
digital screen usage and new
capabilities are being deployed
in the retail environment, using
key findings from two of our
We conducted two pieces of research. The
purpose of these was to measure the current
extent of the use of digital screens in stores,
and to provide a breakdown of retailer
categories using them. We investigated the
types of screens being used, assessing
any variation by region and retail location,
and recording where they were located
in-store. Our research also examined screen
content and duration of messages, looking
at the relationship between the use of digital
screens and lightboxes. Finally, we analysed
the opportunities for shoppers to engage
with the screens.
The first piece of research was an audit of
almost 2,000 stores to establish what the
digital screen landscape looks like.
The second piece of research covered over
250 stores. Here, we looked more closely
at how screens were being employed, their
content and the opportunity for shoppers to
engage with them.
In both cases, we undertook field work to
record in-store observations and accumulate
quantitative data, as well as collating
photographic records from each visit.
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